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| Harriet is an icon of the Fairtrade movement. |
Meet Harriet Lamb
Harriet Lamb CBE, Executive Director of the UK’s Fairtrade Foundation and author of Fighting the Banana Wars, was in New Zealand meeting the local Fairtrade movers and shakers.
She took time out of her busy schedule to visit the Oxfam office and answer questions from staff.
Harriet began: “It was pioneering and ambitious to set up the Fairtrade brand across two countries [Australia and New Zealand] and I’m delighted that it’s been such a success. Oxfam is a hugely important part of the Fairtrade movement, especially in New Zealand, and there’s an incredible grassroots movement spreading across the country, with support from giants like Whittakers Chocolate to the Dunedin-based Yellow Eyed Penguin Trust.
"Fairtrade bananas now account for two per cent of all banana sales in New Zealand, which is fantastic. Sales of Fairtrade in New Zealand have risen from $200,000 in 2004 to more than $36million in 2010 - that's phenomenal growth. We’re keen to work more closely with Oxfam to ensure farmers around the world get a better deal – and Fairtrade fits well with Oxfam’s new GROW campaign, placing small-scale farmers at the heart of production.”
For more of Harriet’s insight and inspiration, read on…
What do you want Fairtrade to achieve?
We have three key ambitions for Fairtrade, in New Zealand and beyond. Firstly, we want to improve public knowledge and awareness of problems in the developing world – our goal is to change the way companies operate, and we can’t do this unless the public know why the system is unfair. Secondly, we want to use this groundswell of public support to drive bigger changes in policy, putting smallholders at the heart of laws which affect them. And thirdly, we want fairer trade deals at the WTO, especially with commodities like cotton.
What are the current campaigns you’re working on?
Our new campaign focuses on West African cotton growers and the injustice they face in the meagre prices they receive for their products, courtesy of stifling EU and US subsidies. We’re working with partners in four West African nations to ensure a better deal for farmers.
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What is Fairtrade?
The links in Fairtrade's ethical supply chain benefit us, our planet and the people who grow the food we can't. |
Has Fairtrade spread across the world?
Fairtrade has its roots in Europe and Latin America. Europe is the purchasing heartland of Fairtrade, with countries like Germany and the Netherlands leading the way in sales. In Switzerland for example, more than 50 per cent of the bananas and flowers sold are Fairtrade. Eight out of ten people across Europe recognise the Fairtrade brand, which is a fantastic figure, and we’re working to translate this brand recognition into sales.
In terms of global sales, the UK accounts for a third, the USA another third, and the rest of the world the remaining third. Last year in the UK, Fairtrade sales surpassed the ₤1billion (NZ$1.96 billion) mark, which ranks us among heavyweight companies like Coca-cola. Success like this shows us there’s a real thirst for Fairtrade, so we’re working to develop new untapped markets for Fairtrade products.
This means the next phase for us is to take Fairtrade to the developing world – with India, South Africa and Brazil being the core places we’d especially like to see it take off. We think it will be fantastic for Fairtrade producers in the developing world to actually see their produce in shops locally. Eastern Europe is another emerging market for us – the growth of civil society movements in the Czech Republic and Poland is exciting.
How can Fairtrade work with Oxfam New Zealand?
We want to work hand-in-hand with Oxfam and other New Zealand-based organisations like Trade Aid to develop Fairtrade in the Pacific and Southeast Asia, expanding upon the grassroots work Oxfam is carrying out with partners such as the Fairtrade Forum Indonesia.
Why about the price consumers have to pay for Fairtrade products?
It’s important to ask why other products are so cheap, and what costs do these low prices incur on farmers? Fairtrade prices are set in consultation with producers and independent experts, considering all the production and processing costs involved, then the Fairtrade premium is added to ensure that producers can continue delivering quality products while insuring that their families and communities are healthy in the long term. The premium is an investment in the farmers, in their communities, and it builds up a long-term relationship with them - a relationship that businesses depend on for their goods and services.
In many cases the retail price consumers pay isn’t any more expensive. Big companies like Cadburys or Nestle can absorb the costs of producing with Fairtrade and not increase the price of their products.
What are the difficulties in certifying non-foodstuff products?
Historically, food and drinks like coffee and cocoa were the foundation of Fairtrade, born as it was out of a movement of farmers in Mexico. Organisations such as Trade Aid began selling Fairtrade goods and people saw that it worked. Fairtrade went mainstream, gradually spreading, and it will continue to evolve.
People are always asking us for more products, for example we certify a range of cotton items. However, something like cotton is incredibly complex to certify as there are so many production stages, and each part of the supply chain has to meet minimum standards.
What’s next for Fairtrade?
In the UK we’re working with the Marine Stewardship Council to see if we can certify prawns and seafood. We generally don’t sit around thinking, 'What can we next make Fairtrade?'. We respond to demand.
For example, we’ve just launched Fairtrade gold in the UK after miners approached us, shining a light on the terrible conditions they face. They spend their days underground, working with dangerous chemicals like mercury and cyanide, for less than $1 a day. We’re really proud to have been able to help them trail blaze better working conditions for miners.
What are the challenges Fairtrade faces?
Getting people to change brands is always difficult. They may recognise Fairtrade, understand it and agree with it, but if they like their brand of chocolate or coffee they’re not going to change it. That’s why we need to take the brand to Fairtrade, like we’ve done with Cadbury’s Dairy Milk. We’ve seen brands go Fairtrade and then have a 10 per cent increase in sales, so once one company has made the switch, others soon follow.
The ultimate aim for Fairtrade?
We want to tip the trade balance in specific commodities, and we’re close with cocoa – we have a chance to change cocoa production across the world, for good. It’s within our grasp.
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